Arun Sudhaman 18 Nov 2012 // 5:18PM GMT
With public relations professionals playing a leadership role in the creation of original corporate content, this year’s SABRE Awards competition is placing even more emphasis on the diversity of creative product designed and executed by corporate public relations departments and PR agencies. “One of the reasons that public relations firms have been outperforming competitors from related fields is that they are channel-neutral when it comes to content,” says Paul Holmes, editor of The Holmes Report and chairman of the SABRE judges in both the Americas and the EMEA region. “PR people are playing a leadership role in developing digital content, from websites to mobile apps, but they are just as comfortable working in print—from annual reports to infographics—or using video in a more traditional way.” As a result, the SABRE Awards competition has added categories in recent years that recognize the best creative work in a variety of media: earned (including a variety of media placement categories); owned (blogs, websites, internal and external publications); and paid (advertising and product placement). The competition also recognizes the growing amount of work in the experiential realm, from guerrilla marketing activities to publicity stunts to sponsorships and trade shows. Entry forms for the Americas SABRE competition can be downloaded here. Entry forms for the EMEA SABRE competition can be downloaded here.